Alright, you understand when to post, and how often. But what are some things to post? We all get writer’s block, or creative block, and aren’t sure what to share. Here are a few strategies that you can try the next time you’re wondering what to put up on social media. When you write for social media, keep these guidelines in mind. First, remember that people tend to scan. They don’t necessarily read word-for-word. Putting in a couple of keywords, or all caps, or bold words that catch people’s eye, will help.
Always put the important information first. This is a lot like traditional journalism, with the inverted pyramid rule, where you start with the most important details, and then it trickles off. Take advantage of headlines, or subheads. If you’re formatting a blog post, it’s very easy to use different levels of a headline. But, even in social media, you might have formatting controls. Facebook does give you to ability to stylize text, or to add other embellishments to a post.
And, using things like emojis, or other icons, can also help content stand out. If possible, consider using options like bullet points, numbering, or bold. The exact things you’ll have will vary depending upon platform, but take advantage of being able to split the information up a little bit. Remember, don’t underline for emphasis. When people see underlined content, they’re going to assume it’s a link, and you might confuse them. When possible, make the keywords really stand out.
And, of course, use links and images to make the content richer.
People don’t go to social media to be sold to. By focusing on others, and their needs, and passing on information, you’ll bring people in. Remember, social media is a pull strategy, not a push. The goal here is you make people want to give you business. You remind them how creative you are. You inspire them with your insight, or your imagery, and they reach out. You don’t push. Remember, on social media, it’s about creating content, not ads.
That’s not to say that you might not, occasionally, advertise your business on Facebook, or Instagram if you’re targeting a product or a group. But, once you’ve captured people, it’s going to be content that leads to action, not advertisements. If you are looking to post, remember, post an update whenever you add something to your blog or website. Post quick tips related to your industry. Ask provocative, or open-ended questions to get people engaging.
It’s appropriate to share any good news or accomplishments. Win an award? Tell people. Accomplish something you’ve worked on for a long time? Share it. And, when possible, respond to other content that you see. Pass on congratulations. Comment on people’s work. Do it in a meaningful way, and you forge the relationship.